Marketing communication in the age of digital social networks

Abstract

Nowadays, digital social networks (DSN) are at the heart of marketing communication. This new form of communication allows communicating and sell directly to the target thanks to its interactive features. Moreover, DSNs are becoming a guarantee of efficiency in marketing communication because of the contextual targeting offered by their recommendation systems. The objective of this contribution is to show how the technical recommendation systems of the SNRs promote the relevance of contextual targeting thanks to the development of social recommendations. In this sense, the E-Leader of Opinion and the E-WOM between peers plays a crucial role. Indeed, if the recommendation systems of the SNRs favor marketing targeting, the E-Leader of Opinion and the E-WOM via peers guarantee the virality of marketing communication. In this perspective, this research work entitled "Marketing Communication in the Digital Social Network Era" is based on a review of narrative literature through the mobilization of the theory of media effects, the theory of prescription relationships and the theory of social networks.

Keywords : Marketing communication, Digital social networks, Contextual targeting, E-Leader, E-WOM, Social recommendation.

JEL Classification: M37, O35

Type of article: Theoretical article